The confidence of masculinity, the celebration of talent, the intimacy of David Beckham. The fragrance projects the edgy, sexy side of David. A modern woody-spicey accord radiating warmth and sensuality. A heady mix of energy, vibrancy, comfort and warmth. Magnetic, provocative, cool – yet never aloof, he is aspirational but within reach.

This – being the description of Intimately David Men from the Aer Lingus in-flight catalogue- has to be one of the greatest ensembles of marketing balls ever written. Too good for Pseud’s Corner.